The Influence of Content Marketing and Electronic Word of Mouth on Customer Retention at Jatiroso Catering

Sa'diyah, Khikmatus
Mubarokah, Mubarokah
Wijayati, Prasmita Dian

EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Vol 14 No 2 (2026): April

This research aims to analyze the effect of content marketing (X1) and electronic word of mouth (eWOM) on customer retention (Y) at Jatiroso Catering. A questionnaire with 98 respondents chosen using non-probability sampling methods was used to gather primary data, namely purposive sampling and voluntary sampling. Through the use of the Smart PLS 4 application, the study methodology employs Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. According to the study's findings, content marketing significantly and favorably affects 39.9% of customers' retention rates. However, with a 27.4% contribution, eWOM also has a favorable and noteworthy impact on customer retention. These findings confirm that both variables are statistically demonstrated to have a major impact in raising customer retention at Jatiroso Catering.